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Editorial content boosts web sales at Reiss

Reiss’s like-for-like online sales have soared 84% from last year as the premium retailer ups its editorially-driven online content.

Brand director Andy Rogers attributed a host of new initiatives and regularly updated content as the reason for the site’s success. “We’ve had a very good season online and we know it’s because our site is looking good,” he said. “We have our own photographic studio now so we’re able to shoot 90 looks per week, rather than per season a year ago.”

Returning visitors make up 48% of total visitors to www.reissonline.com, up 20% on last year. Ecommerce director Dan Lumb said returning customers are better converters, spending double the amount of first-time visitors.

Online sales make up just over 10% of total sales, but Lumb “won’t be happy until it’s 25%”, a feat he believes he can achieve in the next 18 months. “The big thing for me is driving content,” said Lumb. “We now change our pages every week and have made our site three times quicker [to navigate] in the past 10 months.”

This week, Reiss launched a print city guide of London at its international and key UK stores, with the aim of rolling out the concept to other cities and making the information available online. In addition to store information, the guides will suggest the best local places to eat, drink and have your hair cut.

“It’s about showing our authority and getting the Reiss language across,” said Rogers.

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